Noviyanti, Luckta (2022) Pengaruh Brand Image dan Persepsi Harga Terhadap Keputusan Pembelian Produk Bumbu Penyedap Masakan Merek Masako di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The point of the study was to analyse the influence of brand image and price perception on purchase decisions for Masako cooking seasoning products in CV. Tri Tunggal Surabaya, using primary data gathered from respondents' responses as many as 65 samples, where in this sampling technique a non-probability sampling method is used, namely purposive sampling. Questionnaires were distributed to collect data and measure each variable using an ordinal type of data gauge, namely the Likert scale. The hypothesis in this study, which uses a quantitative research methodology, is evaluated using PLS (Partial Least Squares) analysis. Based on the findings of the PLS analysis test that has been carried out, it shows that Purchasing decisions are influenced positively (significantly) by Brand Image and Price Perception. Keywords : Brand Image; Price Perception; Purchase Decision
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Luckta Noviyanti | ||||||||
| Date Deposited: | 03 Nov 2022 07:17 | ||||||||
| Last Modified: | 03 Nov 2022 07:19 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/8804 |
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